Marketing Addresses Pharmaceutical Industry

Author: Jason GAVIN
Published in: Vol:8 No.3 / 2007

      Breast cancer is the most prevalent cancer in women (23% of all cancers) and in 2002 was estimated to be the second most common cancer worldwide in terms of new cases (1.15million). Despite the overwhelming prevalence of this disease and the impact of breast cancer upon the individual and broader community, up to 55% of patients who have been treated for breast cancer are non-adherent to their prescribed therapy to help prevent the return of cancer.
      Doctors play a central role to the dissemination of information to a patient about adherence however; little is understood about doctorsí attitudes towards patient adherence or the provision of information to patients. Consumer behavior theory may provide an appropriate methodology to address these questions and facilitate the development of effective interventions to improve patient health outcomes.